Lee Cataluna: Kramer’s closure marks end of fashion era

Hawaii fashion in the 1980s was every bit as over-styled, big-shouldered and pastel-colored as the outfits worn by Crockett and Tubbs in “Miami Vice,” and much of that awesomeness was heavily concentrated in high school hallways and thumping discos.

At the heart of it all was Kramer’s Men’s Store, the place where fashion-conscious men shopped for a look meant to be noticed, but not in a desperate kind of way. To be a “Kramer’s Man” meant you had your act together, but didn’t need to make a big deal about it. A Kramer’s Man wore fashion, but never anything that bordered on costume.

Now the last piece of Kramer’s is closing. Kramer’s Big &Tall shop in Kakaako is selling its remaining inventory at clearance prices and auctioning off clothing racks and retail shelving.

At one time, the Hawaii- based company had six stores (with all sizes, not just big and tall), and a devoted following. Founded in Honolulu in 1939 by Samuel Kramer, the store initially provided tailoring and civilian wear for servicemen stationed in Hawaii but evolved into the source for refined island fashion.

In an era of skinny ties, poofy pants and purple Polos, Kramer’s clothing was slick but never silly.

In 1983, Kramer’s launched a genius, decidedly ’80s marketing strategy by choosing a Man of the Month to be featured in their newspaper print ads. The models were people who lived in Hawaii, an ethnically diverse representation of guys you might know, and the ads included their real names and details about what high school they attended or their college major.

In the pictures, the men looked confident and well-dressed, never beef-cakey. A Kramer’s Man was a clean-cut, buttoned-up heartthrob who managed to look good while he was doing serious things. He seemed like he’d be a nice guy on a date and an interesting person to talk to on a long flight, not a guy who reeked of Drakkar Noir and only talked about himself.

The text that accompanied each photo was equally ’80s-awesome:

“Meet Ernie … Kramer’s Man of the Month. For the big look on campus, Ernie chooses Generra straight leg cords and a Left Bank striped knit shirt. Great choices, Ernie!”

“Meet Roger … Kramer’s Man of the Month. For cool fall days ahead, Roger matched up Calvin Klein classic corduroy pleated pant with another classic Members Only corduroy bomber jacket. Classic and classy. That’s Roger!”

“Meet John … John dons one of the most spectacular looks of the season — a pinstriped double-breasted blazer by RPM over Ritchies silk blend pleat front dress pant. That’s John … in super standout style sure to get a lot of “wows!”

Kramer’s Ala Moana store closed in 2002, and all those Kramer’s Men must be in their 50s or 60s now, but there was a time in the ’80s when the image of the modern Hawaii man was achievably aspirational, confident but approachable, and dressed smartly in corduroy.

Reach Lee Cataluna at 529-4315 or lcataluna@staradvertiser.com.